What your web logs won't tell you

When you use your web tracking tool to identify the search terms that people type in before coming to your website, what you're seeing are the words that finally got them there. What you aren't seeing are the words they typed in first, at the beginning of their search.

People who are searching for your product or solution start out by typing the phrase that makes the most sense to them. Then, as they see the first set of results, they learn that their logical search term isn't producing the results they needed. They add a word or change a word, and try again. This learn-and-refine process leads to relevant result...and (hopefully) to your site.

Your web tracking tools record this last search term, but do not capture the first search term or even the interim search terms that they used to find you.

Of course, it would be better for you if your site came up earlier in their searching process, when they type in the phrase that makes the most sense to them.

You can use a variety of keyword tools to analyze the most common search terms that might relate to your product or service. But those terms are often too broad. And you still won't know what your customers are typing into search engines as they hunt for what you sell.

There is a straightforward way to zero in on the terms that potential customers use first, and the terms they use as they're refining their search: Ask your customers, when they first contact your company. If they have just made a purchase, call the customer who placed the order. Chances are good you'll catch the person at his or her desk. "Hi, my name is John Smith. You just ordered our software program. Can you tell me the search term you used when you first started to search for it?"

If you sell a product with a long sales cycle, and they register to receive a white paper, for example, you can call them when they register. "Hi, my name is John Smith. You just downloaded our white paper. Can you tell me the search term you used when you first started to search for it?"

You don't have to contact every customer to find out what their initial search terms are. You'll start seeing obvious trends after the tenth or fifteenth customer.

You'll then be able to include their terms in your search optimization strategies. You'll also end up having very interesting conversations with your buyers, who will be pleased to talk to you - because you contacted them when they were thinking about your product or service. You'll learn what their concerns were as they sought your solution. You'll be able to address those concerns in your paid search ads and subsequent landing pages.

Web logs are useful, but they only reflect one aspect of your customer's search process. If you want the whole story, ask your customer - soon enough that they still remember what they did.